By contrast to other promoters, Insomniac and its founder Pasquale Rotella places a larger emphasis on fan experiences during its events, as opposed to focusing on profits and ticket sales; Rotella has contended that music festivals do not require "big acts who sell out arenas", going as far as to praise the annual Burning Man festival for being an event with "no talent" at all.
In June 2013, Insomniac announced a number of partnerships; including one with Dick Clark Productions to produce a dance music awards show, and a major "creative partnership" with Live Nation that would allow Insomniac to take advantage of Live Nation's resources, while still retaining autonomy and creative control over its events. While specifics of the deal were not revealed, Rotella emphasized that the deal was not an acquisition, as had been speculated.
In May 2014, Insomniac announced the formation of Insomniac Records, an EDM record label created in partnership with Interscope Geffen A&M. The label will aim to attract both "undiscovered" and "established" producers; Arty was announced as the first artist to be signed to the label.